Description

Description

With ever expanding means of accessing the internet, ranging from skills on smart speakers to television apps to podcasts, brands face an increasingly daunting task of determining the best points of contact; adding to the difficulty of this task is the finding that the same demographic groups run above average in the use of most digital media (including young adults age 18-34, the middle-income groups with annual household incomes from $25K-$99.9K, and Hispanics). However, there are points of division in usage that can be seized upon, in particular when it comes to gender, where men tend to over-index on entertainment pursuits, while women show higher levels of usage for sponsored stories, branded apps, and how-to videos.

This report looks at the following areas:

Challenges posed by phones and televisions as central points of internet access

Shopping and research concentrated around Amazon/Google

Little expansion in core youth market

What's included

What's included

Databook

Executive Summary

Infographic Overview

PowerPoint Presentation

Report PDF

Previous Editions

Table of contents

Table of contents

Overview

What you need to know

Definition

Executive Summary

Overview

The issues

Challenges posed by phones and televisions as central points of internet access

Figure 1: Use of smartphone, smart TV/streaming player to access the internet, February 2016-December 2017

Shopping and research concentrated around Amazon/Google

Figure 2: Online shopping and research activities, December 2017

Little expansion in core youth market

Figure 3: Weekly use of review sites, by age, December 2017

The opportunities

Voice interface

Figure 4: Use of smart speaker, smartwatch, car, hotspot, and earbud to access the internet, December 2017

Brand engagement: focusing on youth, segmenting by gender

Figure 5: Use of branded apps and sponsored stories, by gender and age, December 2017

Ramping up digital entertainment buys

Figure 6: Digital activities conducted at least weekly, December 2017

What it means

The Market – What You Need to Know

Limited growth in desirable demographics

Market Factors

Growth in population of young adults limited

Figure 7: US population by age, 2013-23

Households with children in decline

Figure 8: Households with related children, 2007-17

Median income

Figure 9: Household income distribution, 2016

Figure 10: Household income distribution, by age of householder, 2016

Figure 11: Subscriptions to podcasts, by household income, December 2017

Key Trends – What You Need to Know

Decline in PC usage

Up and coming devices for internet access voice centered

Access via phone and television rising

What’s Working?

Access via smartphone to require new organization systems

Living room gains but remains entertainment-oriented

Figure 12: Use of smartphone, smart TV/streaming player to access the internet, February 2016-December 2017

What’s Struggling?

Access via PC falls

Consoles flat

Figure 13: Use of computers and gaming consoles to access the internet, February 2016-December 2017

What’s Next?

Voice interface: Smart speakers, watches and connected vehicles

Smart speaker sees historic growth

Connected vehicles ready to mainstream

Figure 14: Use of smart speaker, watch, vehicle, hotspot, and earbud to access internet, December 2017

About the report

This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.